For nearly four decades, Asian Paints has participated in Kolkata’s Durga Pujo celebrations through its initiative, Asian Paints Sharad Shamman. This time, the company introduced two creative enhancements as tribute to West Bengal’s creativity, traditions and the spirit of Pujo. Asian Paints has launched a heritage-inspired festive pack for their luxury interior paint, Royale Glitz. Additionally, the company has revamped Kolkata’s iconic tram from Tollygunge to Ballygunge, celebrating Kolkata tram’s 150th year.
Royale Glitz festive pack
Asian Paints’ latest creation, the heritage-inspired limited edition festive pack for Royale Glitz, comes with in mould labelling (IML) packaging, which features an augmented reality (AR) integration. With a simple scan of the Royale Glitz can, consumers can explore the state’s heritage, including its art, music, cuisine, dance and architecture in augmented reality. The artwork in the AR features the Royal Bengal Tiger, the Howrah Bridge, the Ilish fish, Bankura Horse, Chau Dance, Alpana Art and more.
Kolkata tram festive makeover
Kolkata’s iconic tram, dating back to 1873, is a symbol of the city’s history and charm. To celebrate this milestone, Asian Paints has given the tram from Tollygunge to Ballygunge a makeover coinciding with Kolkata’s most important month of celebration. The tram on the Tollygunge route covers all the famous areas known to have historic and significant Pujo pandals. Asian Paints onboarded XXL Collective from the St+art India family as creative partners for the transformation of the tram.
Two bogies of the tram have been beautified by Asian Paints. The exteriors of the first bogie capture the 38-year journey of Asian Paints Sharad Shamman (APSS) in Kolkata. It features hand-painted artworks honouring Kumartuli– the traditional potters’ quarter in North Kolkata where Durga idols are sculpted. It also encapsulates Sindoor khela and Dhunuchi dance. The exterior artwork showcases the first print advertisement and the first winning pandal. The bogie also highlights the unique stories featured in ‘People of Pujo’– a documentary series capturing the lives and passions of those who make Pujo celebration what it is. On the tram, you can see a visually impaired artist who has commendable skills and women dhakis who challenge the masculine stronghold of the performing arts.
Inside the bogie, the makeover includes Pujo decor with cane installations, Alpona art and a museum-style visual narrative of APSS’ journey. Interactive elements and QR codes engage visitors with ‘People of Pujo’ stories. Inside the second bogie, which is the Royale Glitz bogie, there is a Glitz photo booth. The exteriors of this bogie features augmented reality elements of the packaging.
Amit Syngle, CEO and MD, Asian Paints, said, “Since 1985, Asian Paints has been an integral part of West Bengal’s Durga Puja festivities through Asian Paints Sharad Shamman. It has been able to infuse creativity and thematic excellence across Pujo Pandals and allowed us to be a part of the celebration in a special way. This year, we are taking our celebrations to the next level with creative initiatives that pay tribute to the culture and traditions of West Bengal. The unique packaging for Royale Glitz seamlessly blends the wonders of technology with the timeless allure of West Bengal’s beauty. We have taken inspiration from native elements of West Bengal like the Bengal Tiger, Tram, Howrah Bridge and Baul, to name a few, and used it on our Pujo packaging for Glitz. We’ve also undertaken a complete transformation of the tram from Tollygunge to Ballygunge, turning it into the talk of the town just in time for Kolkata’s most revered Durga Pujo festival. We believe in making art accessible for all and we are sure with this tram beautification initiative it will also add back to the legacy of Bengal in an extremely meaningful way.”
Arjun Bahl, founder, XXL Collective, said, “As we step aboard this tram ride through the streets of Kolkata, we get a glimpse of a journey that is a tribute to the city’s rich cultural heritage. This project, creatively led by XXL Collective, is a labour of love aimed at celebrating the 40-year odyssey of Asian Paints Sharad Shamman and the unveiling of their latest creation, Royale Glitz. Our collaboration with Asian Paints underscores our shared vision of making art more accessible and immersive. This was a milestone for us as well, transforming a simple tram ride into a cultural experience, reimagining the possibilities of public spaces in our city. As we pay homage to the past and embrace the future, we aspire for Kolkata to become a canvas where art and culture thrive, bringing this experience closer to every resident.”
Bengali actor Abir Chatterjee said, “Asian Paints Sharad Shamman, often dubbed the ‘Oscars of Pujo,’ holds a special place in my heart. Having had the privilege of judging in 2015 and 2018, I’ve experienced the magic they bring to Durga Puja firsthand. Their tireless efforts have elevated this celebration, making it even more extraordinary and inspiring for pandals. This year, they’ve taken creativity a notch higher with the makeover of Kolkata’s quintessential tram, a truly wonderful way to celebrate the culture and the people of West Bengal.”
Bengali actor Sohini Sarkar said, “I must say that I’m absolutely in love with the concept behind the unique packaging design for Royale Glitz’s festive pack and the integration of augmented reality. It’s centred around the vibrant culture and people of West Bengal and is a brilliant way to celebrate the essence of this beautiful state.”
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